Hipages overhauls brand via FutureBrand Australia

Hipages overhauls brand via FutureBrand Australia

Nick Ellery: “Our business transformation was the catalyst for evolving the hipages brand.”

Popular online tradie marketplace hipages has unveiled a complete brand overhaul via brand design agency, FutureBrand Australia, as it undergoes a business transformation from marketplace to SaaS (subscription as a service) platform.  

“Our business transformation was the catalyst for evolving the hipages brand,” said vice president of marketing Nick Ellery.

“This investment in our brand will help us become the go-to-brand for home improvement services in Australia and will play a pivotal role to enable our business growth.”

FutureBrand partnered with hipages to develop the new brand strategy, identity, and experience, with the aim of future-proofing the brand. The final product retains hipages’ logo, and the use of orange as part of its brand identity.

The overhaul aims to improve the platform experience for tradies and homeowners, including the launch of hipages tradiecore – an end-to-end leads and job management platform for tradies. 

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Hipages head of brand and communications, Carolin Sternberg-Heyze, said that in engaging FutureBrand, the team sought a partner with credentials in brand strategy and brand identity development.

She said the aim of the overhaul was “to help us strengthen hipages’ brand image and perception in the market, so that we can not only drive instant recognition and irresistible appeal with our audiences for years to come, but commercial outcomes for the business. In FutureBrand we found this partner.” 

FutureBrand Australia CEO, Rich Curtis, added: “By helping to bolster hipages’ business transformation and turn strategy into reality, we’ve not only reinforced hipages’ purpose but also renovated its brand strategy, identity and experience.

“What made this possible was working together with the marketing, product and technology teams – to equip them with brand tools and training so that the brand can work harder in those moments that matter to build an altogether better experience.”

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Recently, FutureBrand partnered with competitive social experiences company Funlab to rejuvenate its Strike bowling brand.

Funlab first appointed FutureBrand Australia in 2021 to reimagine the Funlab’s masterbrand and its portfolio of experience brands, including Strike, Holey Moley, Hijinx Hotel, La Di Darts, Archie Bros. and B. Lucky & Sons.

See also: FutureBrand revamps Strike brand for Funlab

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